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Content Marketing Programmes,[object Object],Keith Feighery,[object Object]
Outline,[object Object],Overview of Content Marketing Programmes,[object Object],Class exercise,[object Object],Leveraging Owned Media Assets,[object Object],Managing Content Marketing Initiatives,[object Object],Content Marketing for Business to Consumer,[object Object],Relevant Case Studies ,[object Object],Content Marketing for Business to Business,[object Object],Relevant Case Studies,[object Object],Project Pitch,[object Object]
Content Marketing Programmes,[object Object]
Leveraging Owned Media Assets,[object Object],Recognise the value in your owned media assets 	,[object Object],Websites, mobile applications, digital media assets,[object Object],Its not about talking about “Yourself” all the time,[object Object],Requires a change in mindset to what is “valuable”,[object Object],Provide information and value to customers all the time,[object Object],Brands/Businesses are becoming publishers and media outlets,[object Object],Become trusted experts in your business area,[object Object],Establish trust and develop relationships with customers and prospects,[object Object],Be engaging, entertaining, informative etc..,[object Object],Use content to increase acquistion rates and reduces retention costs,[object Object]
Who creates the content,[object Object],Internally,[object Object],Find employees who are knowledgeable and want to write,[object Object],Re-purpose content that has been created over time for different media,[object Object],Partners, customers and third party experts,[object Object],Publish whitepapers, webinars, eBooks, articles etc…with partners,[object Object],Customers,[object Object],If you create a community you can allow them to create feedback, suggest ideas, generate comments, develop engaged community etc..,[object Object],You can allow customers to make product recommendations – crowdsourcing,[object Object]
Advantages,[object Object],Become trusted thought-leaders in your business area,[object Object],Creates a less-frictional way of converting prospects into sales,[object Object],Helps build long-term relationships rather than one-off sales ,[object Object],Creates stickiness to your owned media assets (rather than paid ones),[object Object],Once started, provides an ongoing framework to control and publish valuable information,[object Object],Content Marketing thinking becomes ingrained in the culture of the organisation,[object Object],Nurturing prospects Vs aggressive interrupt based marketing techniques,[object Object]
Success Vs Failure,[object Object],Success,[object Object],Understanding the informational needs of your customers,[object Object],Knowing how those informational needs mix with your marketing goals and objectives ,[object Object],Developing a content program around those needs,[object Object],Being consistent (content marketing is a marathon, not a sprint),[object Object],Listen and continually evolve the program,[object Object],Failure,[object Object],Always selling, rather than informing,[object Object],Not being consistent with your content promise,[object Object],Not listening, thus not evolving the content program,[object Object],Waiting for perfection to come before you deliver the content.,[object Object]
Key points to remember,[object Object],Content = valuable information NOT just orchestrated messages,[object Object],Customer relationships don’t end with a payment,[object Object],Focus on what a customer needs rather than what you sell,[object Object],Address needs all the time,[object Object],Valuable communications is what differentiates you from competition,[object Object],Marketers are publishers today,[object Object],Without good content, community is impossible,[object Object],90% of corporate websites talk about “How great they are”,[object Object],Buyers are more in control today than ever – not sales organisations,[object Object]
Content Forms,[object Object]
Content forms ,[object Object],The copy and digital media on your Web site,[object Object],Articles and other intellectual property or knowledge sharing,[object Object],Whitepapers, case studies, Webinars, podcasts,[object Object],E-mail newsletters,[object Object],Facebook/MySpace/Bebo fan pages and groups,[object Object],Product/service reviews,[object Object],Forums,[object Object],Blogs and reader comments,[object Object],Videos, demos, presentations, and custom animations,[object Object],Tweets, status updates,,[object Object],Content widgets,[object Object]

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